TY - JOUR
T1 - How customized managerial responses influence subsequent consumer ratings
T2 - The language style matching perspective
AU - Ren, Xiaojing
AU - Wang, Le
AU - Luo, Xin (Robert)
N1 - Publisher Copyright:
© 2023
PY - 2024/5
Y1 - 2024/5
N2 - In previous studies, customized managerial responses have been viewed as an effective tool for sellers to intervene in online consumer opinions. However, formulating a customized response warrants strategic use of language. To explore this further, this study draws on communication accommodation theory to examine the effect of language style matching between managerial responses and online customer reviews on subsequent consumer ratings. Using an exhaustive dataset from TripAdvisor that includes 315,948 reviews and 199,926 managerial responses from 461 hotels spanning from 2011 to 2019, we found that a high level of language style matching between responses and reviews leads to an increase in subsequent online consumer ratings. Notably, the effect of language style matching on future ratings is more pronounced for hotels with poor online review ratings and inferior classes. These empirical findings can be valuable for hotels seeking to develop effective strategies for communicating online.
AB - In previous studies, customized managerial responses have been viewed as an effective tool for sellers to intervene in online consumer opinions. However, formulating a customized response warrants strategic use of language. To explore this further, this study draws on communication accommodation theory to examine the effect of language style matching between managerial responses and online customer reviews on subsequent consumer ratings. Using an exhaustive dataset from TripAdvisor that includes 315,948 reviews and 199,926 managerial responses from 461 hotels spanning from 2011 to 2019, we found that a high level of language style matching between responses and reviews leads to an increase in subsequent online consumer ratings. Notably, the effect of language style matching on future ratings is more pronounced for hotels with poor online review ratings and inferior classes. These empirical findings can be valuable for hotels seeking to develop effective strategies for communicating online.
KW - Communication accommodation theory
KW - Language style matching
KW - Managerial response
KW - Online rating
KW - Online review
UR - https://www.scopus.com/pages/publications/85185200401
U2 - 10.1016/j.dss.2024.114188
DO - 10.1016/j.dss.2024.114188
M3 - 文章
AN - SCOPUS:85185200401
SN - 0167-9236
VL - 180
JO - Decision Support Systems
JF - Decision Support Systems
M1 - 114188
ER -